All businesses should think about what aspect of their offering actually appeals more in summer and pump money into promotion. You have to take a proactive approach rather than just waiting for the shortfall and making the best of it. You have to give the consumer more reason to part with hard-earned cash.

Our advertising over the summer is tailored towards short-term memberships so potential members can try before they commit, get in shape for summer then sign up full time afterwards if they wish. This also works well for students returning home from university who only have a couple of months to spare.

I'm fortunate that my businesses are diverse. As well as the health clubs, we have a high street bar and a hotel business which flourishes in the summer with plenty of seasonal weddings and al fresco dining with champagne flowing. The Hastings Spa Hotel is doing particularly well this summer, as holidaymakers opt to stay in the UK in light of the recession and the poor exchange rate with the euro.

It's not only customers but also employees who test the resilience of businesses by taking summer holidays. With staff, it's more a case of organisation. I leave it to my capable club managers to make sure there are no tricky overlaps and that there are enough hands on deck to deliver the service our customers expect.

The summer season does place unusual pressures on businesses but if you know what your customers want and make sure you have enough staff to look after them, there's a chance to steal a march on competitors and make hay while the sun shines.
from:http://www.telegraph.co.uk